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Multi-Touch Attribution and Models: A Complete Guide

Marketing Operations
April 22, 2021/by
Multi-Touch Attribution and Models: A Complete Guide Today's buyer's journey includes a number of interactions across various touchpoints and channels. There's rarely a conversion of sale that occurs based off a single interaction. Rather, conversions and sales often stem from a mix of interactions via a variety of sources such as blog articles, social media posts, webinars, in-person events, conversations with reps, content on your website, email marketing campaigns, and more. All of these touchpoints play a role in getting your customers to convert. Attribution allows you to give credit for conversions to those marketing touchpoints and channels throughout the buyer’s journey. Multi-touch attribution takes this a step further. Multi-Touch Attribution In this blog post, we’ll cover the definition of multi-touch attribution, what makes it unique from other types of attribution, and multi-touch attribution models. Let’s get started. What is multi-touch attribution? Multi-touch attribution, which may also be referred to as fractional attribution, is how you determine the value of each touchpoint throughout the customer journey that results in a conversion. In other words, it's when credit for a conversion is given to every touchpoint that a customer experienced throughout the buyer's journey. Why is multi-touch attribution important? The reason multi-touch attribution is so important is that it allows you to pinpoint all of the channels that contribute to a conversion and which of those channels have the most impact on a conversion. It gives you a clear picture of how your channels and touchpoints influence every conversion....
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4 Content Types That Get Non-Organic Traffic, According to Content Strategists

Content Marketing
April 22, 2021/by
4 Content Types That Get Non-Organic Traffic, According to Content Strategists Traffic is a low-impact word for most people but a high-impact word for marketers. Traffic can ultimately dictate success, whether it’s the number of leads that come to your website, visit your social channels, or watch your videos. There are two different types of traffic you can have, organic and non-organic, that can come from all over: email, social media, organic searches, backlinks — the list goes on. Non-organic traffic can be a bit harder to come by, which is why, when creating non-organic content, you want to ensure that it will drive results. However, it’s easier said than done when it comes to figuring out what works for your business. In this post, hear from HubSpot content strategists and marketers about the types of content that bring in the most non-organic traffic as inspiration for creating your own. 4 Content Types That Get Non-Organic Traffic, According to Content Strategists Data-Driven Content Pam Bump, Audience Growth Marketing Manager & Staff Writer for the HubSpot Blogs, says that she often sees solid non-organic traffic from email and social media to blog posts that feature statistics or recent industry figures. Bump says, “People love to share, link to, or read up on new data that impacts their career, industry, or lives in some way. The data-driven content you share can be related to overall industry trends, stat roundup posts (like this one), and data comparison pieces, like this one about...
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5 SEO Success Stories to Inspire Your 2021 Strategy

Uncategorized
April 21, 2021/by
5 SEO Success Stories to Inspire Your 2021 Strategy Search engine optimization (SEO) may seem like a straightforward concept. You pick keywords related to your business, create content with those keywords, and you’re set to watch your site grow — a simple three-step process, right? Nope. While those are fundamental elements of SEO, it can actually be quite challenging to create a strategy that helps you drive traffic and enough of it to meet your overall business goals. It can be difficult to get your feet off the ground. Thankfully, there are various tools specifically designed to help you with SEO, build domain authority, and achieve high ROI. In this post, we’ll hear inspiring stories from HubSpot clients that have used our SEO tools to achieve business success. 5 SEO Success Stories To Inspire Your 2021 Strategy 1. Ironpaper Ironpaper is a digital marketing agency that helps their B2B clients grow. They worked with one of their clients, Goddard, to achieve significant success using HubSpot’s SEO tools. Jonathan Franchell, CEO and Founder of Ironpaper, says, “While Goddard fills a real need for their customers by designing medical devices, historically they’ve struggled to find quality leads that could use their services. Instead, their website attracted a lot of spam and unqualified contacts.” Ironpaper began making critical SEO updates with HubSpot tools on Goddard’s site, focusing on internal linking, content strategy with business-relevant keywords, and technical SEO issues like broken links and meta tags. Over an eight-month campaign, Ironpaper helped Goddard...
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How Brands Creatively Hosted Virtual Offsite Meetings

Meetings
April 21, 2021/by
How Brands Creatively Hosted Virtual Offsite Meetings As the world continues to move in a remote-first direction, it's important to consider how to make your company's in-person events remote-friendly. Even if you don't always do remote events, the remote option is great for anytime your team is spread around the world. But, a virtual offsite meeting? Sounds oxymoronic. How can you have an offsite, that doesn't feel like work, virtually? In this post, we'll take a deep dive into how these brands thought about virtual offsites in a creative way. And didn't just ask everyone to be on Zoom for 8 hours. 1. Loom VR Virtual Offsite At the end of 2020, Loom decided to host a virtual offsite. What made this different than attending an 8-hour Zoom meeting? Well, first, the company sent VR headsets to their team to allow employees to feel like they were leaving their homes for a large company meeting they used to travel for. We just announced our @loom offsite being done in VR and us shipping everyone an Oculus headset. The smiles. 🙂 — Vinay Hiremath (@vhmth) December 10, 2020 According to Loom, "with virtual reality, we were able to send everyone an Oculus Quest 2 headset to bring the virtual world to them. Plus, we were able to limit Zoom content to only two hours per day to keep the content engaging." Once they got started with virtual reality, they had to find virtual reality...
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6 Creative Strategies for Getting Traffic from Pinterest

Pinterest Marketing
April 20, 2021/by
6 Creative Strategies for Getting Traffic from Pinterest Pinterest is an undeniably powerful opportunity to reach and convert new audiences. If you don't believe me, consider this: The platform has over 250 million users. And roughly 90% of those Pinterest users say they look at content on the network to make purchasing decisions. However, excelling on Pinterest versus using Pinterest as a strong distribution channel are two different things. If you're starting to see an uptick in followers on your Pinterest account, you might want to consider how you can turn those followers into real leads and customers for your business. Here, let's explore some creative strategies for turning the followers you get on Pinterest into traffic for your website and social channels. 1. Create boards using relevant keywords. A board — or an organized compilation of related pins, for easier discoverability — is a necessary component for a good user experience on Pinterest. For instance, CoSchedule, which has almost 17,000 followers on Pinterest, has organized their pins into boards titled "Content Marketing", "Social Media Marketing", "Marketing Inspiration", and more: New followers can easily find the pins they're looking for using these broader categories, which is why it makes sense to use popular keywords when creating your boards, as CoSchedule did. Additionally, these keyword-optimized boards can help make your Pinterest content more discoverable on search engines when someone searches for related keywords — particularly on Google Image searches, since Pinterest is primarily a visual channel: As shown above,...
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Hulu Introduces New Ad Tool for SMBs: What Marketers Need to Know

Marketing Strategy
April 20, 2021/by
Hulu Introduces New Ad Tool for SMBs: What Marketers Need to Know Hulu gave us "The Handmaid's Tale," then gave us "Little Fires Everywhere." So, personally, I don't need another reason to love the streaming platform. But if I had a small business, I would have just gotten one. In July 2020, Hulu announced Hulu Ad Manager, a self-service advertising platform designed for smaller advertisers with limited budgets. Previously, Hulu ads were only accessible to top brands with the finances to fund large campaigns. Now, small- and mid-size businesses (SMBs) can reach the platform's 92 million ad-supported viewers without dishing out thousands of dollars. So, how exactly does the Ad Manager work? We'll cover that and more below. How to Use Hulu's Ad Service Currently, Hulu's self-service solution is in the beta phase. To access the platform as a beta user, you must first submit an RSVP form with information on your business. If accepted, setting up your ad is easy. Here are the steps. 1. Select the dates within which you want to run your ad campaign. 2. Build your audience. On Hulu Ad Manager, you can target users by age, interest, gender, location, and of course show genre. When it comes to location, you can narrow it down by state, city, ZIP code, or a designated marketing area (DMA). However, you cannot select which shows you want your ads to run on, only the genre. If you're not sure what will align best with your brand,...
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How I Grew the HubSpot Podcast Skill Up Audience by 271% in Two Months

How to Podcast
April 20, 2021/by
How I Grew the HubSpot Podcast Skill Up Audience by 271% in Two Months This post is a part of Made @ HubSpot, an internal thought leadership series through which we extract lessons from experiments conducted by our very own HubSpotters. There are 72,000 new podcast episodes each day — which means there are five new podcasts made every six seconds. And, as of March 2020, there are a reported 1.9 million total podcasts, and 47 million total episodes. Depending on when you read this article, these numbers could be drastically different. Which is all to say: The podcast industry is rapidly growing. In a world of fast-growing competition, how do we — as podcast marketers — compete for listeners' attention, while also expanding reach and growing our audiences? I wish that I could tell you that I have it all figured out. However, not having it figured out is what ultimately led to a 271% increase in downloads for season six of HubSpot's podcast, Skill Up. Here, I'll share my lessons for how I achieved that growth. Lesson 1: There are a lot of podcast listening platforms. When you think of podcast platforms, Apple Podcasts, Spotify, and Google Podcasts are probably top of mind, right? Well, there are many, many more listening platforms beyond those three. I downloaded every podcast platform available through the App Store on my iPhone. This included Podcast Addict, Overcast, Castro, PlayerFM, Pandora, Pocket Casts, and about ten others. I then cross-referenced the players I downloaded with the audience...
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The Most Annoying Types of Ads & What to Do Instead [New Data]

Advertising
April 17, 2021/by
The Most Annoying Types of Ads & What to Do Instead A 2019 Edelman study found that three out of four consumers avoid ads. In fact, 47% said they have changed their media habits to see fewer ads while others use ad blockers to prevent them altogether. The reasons why vary. Personally, I hate repetitive ads. For about a month straight, every time I would watch a YouTube video, I would see the same ad and it got more irritating every time. Mostly because I wasn't interested in the brand or its services. But the incessant nature of the ad led to me develop a negative association with the company. So, how can brands deliver ads that audiences want to see? To know that, let's first look at what they definitely don't like. The Most Annoying Advertisement Types We surveyed 302 people using Lucid to ask them about what ads they're most annoyed by. When we asked the random survey pool, "What's the most annoying type of digital ad?", a whopping 58% of respondents said pop-up ads that negatively impact the user experience. Data Source While advertising can be unavoidable for brands based on their goals, there are ways to produce ads that don't annoy your audience. Below, we dive into the two most annoying ads types and explain how marketers and advertisers can navigate. Pop-Up Ads. When you think about it, this result isn't too shocking. We've all gone through it. You land on a...
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How to Write a Blog Post: A Step-by-Step Guide [+ Free Blog Post Templates]

Featured, How to Write a Blog Post
April 16, 2021/by
How to Write a Blog Post: A Step-by-Step Guide Since you’re on this page, you probably already know how integral the process of blogging is to the success of your marketing efforts. Which is why it goes without saying that it's exceptionally important to learn how to effectively start and manage a blog in a way that supports your business. Without a blog, you'll find yourself experiencing a number of problems such as poor search engine optimization (SEO), lack of promotional content for social, little clout with your leads and customers, and fewer pages that you can use to share lead-generating calls-to-action (CTAs). So why, oh why, do so many marketers still have a laundry list of excuses for why they can't maintain a blog? Maybe because, unless you enjoy writing, business blogging might seem uninteresting, time consuming, and difficult. Well, the time for excuses is over and this guide is here to help you understand why. We'll cover how to write and manage your business's blog as well as provide helpful templates to simplify your blogging efforts. Let's get started with an important question. Blog posts allow you and your business to publish insights, thoughts, and stories on your website about any topic. They can help you boost brand awareness, credibility, conversions, and revenue. Most importantly, they can help you drive traffic to your website. Today, people and organizations of all walks of life manage blogs to share analyses, instruction, criticisms, product information, industry...
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YouTube Algorithm: The Constantly Updated Guide to YouTube’s Updates & Changes

Youtube Marketing
April 16, 2021/by
YouTube Algorithm: The Constantly Updated Guide to YouTube's Updates & Changes Since marketers are at the mercy of algorithms on nearly every publishing channel, knowing how each of these unique algorithms work is crucial to attracting and maintaining an audience. Luckily, while some channels are rather reserved about the secrets of their algorithms, YouTube, which boasts over 2 billion users, has been remarkably transparent. It launched a course for creators about getting discovered, walking them through the nitty-gritty details of increasing their visibility on the platform. Naturally, we took the course to help you understand exactly how to boost your rankings on the video platform. Read on to learn what we discovered and how you can grow your audience on YouTube. How does the YouTube algorithm work? YouTube’s algorithm serves the most relevant, personalized videos to their users on five different sections of their platform: Search, Home, Suggested Videos, Trending, Subscriptions, and Notifications. By helping users find the videos they’re most likely to watch and enjoy, YouTube can keep viewers on the platform for as long as possible and get them to visit their site regularly. To figure out which videos and channels users are most likely to enjoy watching, YouTube “follows” their audience, which means they track their users’ engagement with each video they watch. More specifically, they pay attention to which videos each user watches and doesn’t watch, how much time they spend watching each video, which videos they like and dislike, and which videos they’re...
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